The New Science of Innovation, Human Choice, and Societal Scale Behavior

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Reviewed By JB McPherson for Readers' Favorite

A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior by Tim Stroh is a thought-provoking book for those who wonder why people act as they do, especially in this day when digital items go viral and products become overnight successes. Based on his experience with marketing and entrepreneurship, Stroh integrates the newest brain research with Christensen’s concept of disruptive innovation, Gladwell’s “Tipping Point,” Roger’s diffusion of innovation principles, and Kahneman’s “Thinking Fast and Slow” to create an insightful theory that brings together the research in the field. One of his main ideas is that genetic cognitive traits such as the drive for status, mastery and novelty can account for many of the behaviors that seem to contradict popular theories. For those who find that behavioral models cannot account for seemingly irrational behavior, this book provides an intriguing premise.

In A Deeper Truth, I appreciated the clear writing style that speaks to a popular audience while at the same time giving a clear overview of the best theories in the field of innovation and how ideas/products are adopted. Stroh’s writing will give entrepreneurs, marketing professionals, and business forecasters a great deal to consider. The new research in brain science is especially interesting, though some evolutionary rationalizations detract from the discussion. Even if you don’t agree with all of the ideas in Stroh’s Motivational Drive Trait Theory, you will gain useful ideas about human behavior. Great book with an excellent summary of leading theories. I'm a doctoral student in learning and leadership so I especially appreciate your thorough research. Highly recommended for those who want to understand more deeply why people decide and act as they do."